Advertising and Communication Process PDF

Advertising and communication Process Intro to Advertising The communication process and Advertising Process of Communication The nature of communication Language is one of the major barriers to effective communication, as there are different languages in different countries, differ...

Advertising and communication Process Intro to Advertising The communication process and Advertising Process of Communication The nature of communication Language is one of the major barriers to effective communication, as there are different languages in different countries, different languages or dialects within a single country, and more subtle problems of linguistic nuance and vernacular. Communication Cycle The communication process begins when the source selects words, symbols, pictures, and then like to represent the message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The sender’s goal is to encode the message Message Print Ad Theory of Communication Relate Branding to Semiotics Perception A good example of branding according to cultural code is Disney’s international theme park business. Disney fits well with Japan's cultural code because the Japanese value "cuteness", politeness, and gift giving as part of their culture code; Tokyo Disneyland sells the most souvenirs of any Disney theme park. In contrast, Disneyland Paris failed when it launched as Euro Disney because the company did not research the codes underlying European culture. Its storybook retelling of European folktales was taken as elitist and insulting, and the strict appearance A good example of branding according to cultural code is Disney’s international theme park business. Disney fits well with Japan's cultural code because the Japanese value "cuteness", politeness, and gift giving as part of their culture code; Tokyo Disneyland sells the most souvenirs of any Disney theme park. In contrast, Disneyland Paris failed when it launched as Euro Disney because the company did not research the codes underlying European culture. Its storybook retelling of European folktales was taken as elitist and insulting, and the strict appearance standards that it had for employees resulted in discrimination lawsuits in France. Disney souvenirs were perceived as cheap trinkets. The park was a financial failure because its code violated the expectations of European culture in ways that were offensive. standards that it had for employees resulted in discrimination lawsuits in France. Disney souvenirs were perceived as cheap trinkets. The park was a financial failure because its code violated the expectations of European culture in ways that were offensive. Example good example of branding according to cultural code is Disney’s international theme park business. Disney fits well with Japan's cultural code because the Japanese value "cuteness", politeness, and gift giving as part of their culture code; Tokyo Disneyland sells the most souvenirs of any Disney theme park. In contrast, Disneyland Paris failed when it launched as Euro Disney because the company did not research the codes underlying European culture. Its storybook retelling of European folktales was taken as elitist and insulting, and the strict appearance standards that it had for employees resulted in discrimination lawsuits in France. Disney souvenirs were perceived as cheap trinkets. Perception Ads Channel Personal channels of communication are direct interpersonal (face-to-face) contact with target individuals or groups Non-personal channels of communication are those that carry a message without interpersonal contact between sender and receiver. Non-personal channels are generally referred to as the mass media or mass communications, since the message is sent to many individuals at one time. Receiver / decoding Decoding is the process of transforming the sender’s message back into thought. This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation. Noise There can be different reasons for the message to be not received as encoded. Medium of sending had issues Medium of receiving had issues Receiver has his or her own communication blocks. Barriers can be of different types for an incomplete comm cycle. Forms of Encoding Verbal Verbal Graphic Graphic Musical Musical Animation Animation Spoken Spoken Pictures Pictures Arrange- Arrange- Action/ Action/ Word Word ment ment Motion Motion Drawings Drawings Written Written Instrum- Instrum- Pace/ Pace/ Word Word Charts Charts entation Speed entation Speed Song Song Voices Voices Shape/ Shape/ Lyrics Lyrics Form Form Example Communication Channels Nonpersonal Nonpersonal Personal Personal Channels Channels Channels Channels Word of Personal Print Broadcast Mouth Selling Media Media Digital Platforms process TG Structure and functions of an Advertising Agency FUNCTIONS  RESEARCH FUNCTION  PLANNING  CREATIVE FUNCTIONS  MEDIA SELECTION  ADVERTISING BUDGET  SALES PROMOTION  NON ADVERTISING FUNCTIONS  PUBLIC RELATIONS DEPARTMENTS  ACCOUNT SERVICES  CREATIVE TEAMS  MEDIA PLANNERS  PRODUCTION  RESEARCHERS  ACCOUNT SERVICES  Most important department.  Taking all major decisions related to a client.  Responsibilities include locating and negotiating to acquire clients.  Works closely with the client to develop advertising strategy.  Account Services / Account Management  CREATIVE TEAM  The principle role is to manage the overall advertising campaign for a client.  Generating ideas, designing concepts and creating the final advertisement.  Consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.  Creative department The Creative Team Copywriter Copywriter Art Art Director Director Creative Team Creative Concept Copywriting and the Creative Plan Copywriting is the A creative plan is the process of expressing guideline that specifies the value and benefits a the message elements of brand has to offer. advertising copy.  MEDIA PLANNERS  Understanding the nuances of different media.  Looks for the best media match for a client and also negotiates the best deals.  Media purchased based on advertisement.  Placing ads in appropriate media.  Media Department  PRODUCTION  Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper.  Ensures the TV commercial or print ad, etc., gets produced.  They are responsible for contracting external vendors.  They are involved in every aspect of a project, from the initial to delivery. RESEARCHERS  who assess a client’s market situation.  Also are used to test creative ideas.  Who measures whether the campaign reached its objectives.  Organization Structure The activities within an ad agency are divided into 4 broad groups: 1. Account management 2. The creative department 3. Media buying 4. Research Recently added: public relations, direct marketing, and promotional services Organization Chart Board of Directors Managing Director Client Services Director Creative Director Servicing Group Creative Groups Audio Visual Media Language Research Studio Production Finance / Secretarial / Legal Accounts Personnel Structure of an advertising agency Services Offered by Ad Agency Total Advertising Services – Strategic planning – Creative development – Media services, particularly in television, newspapers, magazines and radio Marketing Services – Sales promotion, market research, PR and event marketing  E-Solution Services System integration services, e-business consulting, customer relationship management (CRM), Search Engine Marketing (SEM) and e-promotions using the Internet and mobile. Content Business Sale of sponsorship, broadcasting and other rights, production and marketing of media / content such as sporting events, films, TV programs, animated content, music and other forms of entertainment  Integrated Media Services Bringing value to both clients and media-related companies by offering a wide range of media solution services Sales Promotion Providing comprehensive sales promotion planning designed to complement mass media and other activities  Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated Branding Services Assuring clients the highest quality of branding services for their communication needs AD AGENCY - TYPES  FULL SERVICE AGENCIES.  SPECIALIST AD AGENCIES.  CREATIVE BOUTIQUES.  IN HOUSE AGENCIES.  FULL SERVICE AGENCIES  A full service agency is one that provide a direct relation to the Copyright, Artwork, Ad production, Media planning etc.  Involved in planning, creating, producing advertisements, performing research and selecting media.  Also provide non-advertising related services including strategic market planning, direct market promotion programs.  CREATIVE BOUTIQUES  Specialize in "creative" or design-based business models.  The specialized creative functions include copy writing, artwork and production of ads.  basic interest is in the creation of the advertisement or branding.  merge with other agencies to provide a wide range of services. SPECIALIZED AGENCIES  These agencies specialized in a particular activity of the whole communication process.  They may specialize in certain functions, audiences or industries or in a marketing communication area.  These type of agencies may serve one client only. IN-HOUSE AGENCIES  An In-House agency is a team within a company  Focuses on selling the company's product.  They will handle all aspects of the brand.  ADVANTAGES  They have the ability to buy media in bulk at rates that a single business cannot obtain.  They are educated as to the best times and places to run ads to reach your target market, ultimately minimizing wastage.  They can help you fine tune your target market so that the message is designed to reach those you want to reach.  Easily Administered. DISADVANTAGES  The communication factor.  The media buying discounts you may not be able to take full advantage of due to commission barriers within an agency.  EXAMPLES….  Ogilvy & Mat  Mather- Vodafone, Cadbury, and Fevicol.  JWT (J W Nestle, Ford and Nokia.  Mudra Co HBO, Philips, Big Bazaar.  FCB Ulka A Whirlpool, Santoor, and amul.  Grey World-Hero Honda, Maruti Suzuki.  Mudra Communication